A Comparative Evaluation of Complaint Handling from Commercial Banks for Individual Customers between Respondents

Commercial banks are institutions that accept deposits; they serve as financial intermediaries, mobilizing idle funds through deposit-receiving services and then transferring them, primarily in the form of direct loans, to enterprises in need of capital. The aim of this study is to examine the comparative evaluation of handling complaints from commercial banks in Hanoi for individual customers between respondents. Good and fair complaint handling will create a customer perception that the bank has high regard for their customers. If the customer continues to interact with the bank and declines offers from other competitors, then the bank's reputation will be better (Supriaddin et al., 2015) [8]. The study population consisted of commercial banks in Hanoi and their individual customers during the period of 2012–2023. The study's results indicate that there is no difference in assessing the handling of complaints from commercial banks for individual customers between different subjects in terms of genders, marital statuses, academic standards, family platforms, and age. Based on this result, the study proposes some recommendations for commercial banks and bankers. The study suggests that commercial banks in Hanoi should treat handling complaints as a strategic plan. From there, improve the reputation of commercial banks.